ipl-logo

Coca-Cola Consumer Strategy

1098 Words5 Pages
bulb-icon

Recommended: Coca cola brand strategy

CONSUMER PSYCHOLOGY CIA 1
By Rituparna Sanyal, 1533336

COCA-COLA : OPEN HAPPINESS
The Coca-Cola Company is an American multinational beverage corporation with its headquarters in Atlata, Georgia. A global leader in the beverage industry, the company offers many brands, including soft drinks, fruit juices, sports drinks, etc.
Market Segmentation Strategy Of Coca Cola
Market segmentation is the process of dividing a market into subsets of consumers with common needs or characteristics. Segmentation enables brands to define the appropriate products for different types of consumers.
Geographic segmentation:
1. Internationality – The company first makes regional and country-wise segments and then varies its products according to tastes and income …show more content…

It is headquartered in Uxbridge, Greater London and operates in more than fifty countries worldwide. It is famous for its Dairy Milk chocolate. It has grown to be one of the most loved chocolate brands in the world.
Marketing Mix of Cadbury India Ltd
Marketing mix consists of a company’s service and/or product offerings to consumers and the methods and tools it selects to complete the exchange. It consists of 4 elements:
1.Product:
Cadbury in India operates in 5 different categories – Chocolate confectionery, beverages, biscuits, gum and candy.
Among chocolates, it produces a wide range including Dairy Milk, Bourneville, Gems, Perk, 5 Star, Éclairs and more.
Among beverages, key brands are Tang and Bournvita. Their other brands are Oreo, Bubaloo and HALLS.
Cadbury has also come out with innovative Celebration packs which are often given as gifts in numerous occasions. It thus has a strong line of products.
2.Price:
Price matters a lot in the Indian market. It also determines the company’s revenue. The chocolates such as Dairy Milk, 5 star, Perk and Gems are conveniently priced and thus attracts consumers. However, Dairy Milk Silk and Bourneville are priced higher and given mostly on special …show more content…

Cadbury India has its head office in Mumbai. The distribution of Cadbury is widespread. It is present in almost all urban areas. Their supply to rural areas is low as the demand in those regions is also low.
Cadbury Dairy Milk is produced at the chocolate factories in Bourneville, Birmingham. After the chocolate is produced, undergone quality checks and transported, it is sold to shops big and small all over the country. It then reaches the public.
Their distribution network consists of clearing and forwarding agents. This network of distribution can either contact wholesalers who contact retailers, or the distributors can contact the retailers directly. Once the stock reaches the retailers, prospective customers can have access to the products. Cadbury’s distribution network has expanded from 1990 distributors to 2100distributors and 4.5 lakh retailers. The company is attempting to further improve its distribution quality.
Currently, it has 5 manufacturing factories in India – in Thane, Malanpur, Induri, Baddi and Bangalore; and 4 sales offices in New Delhi, Kolkata, Mumbai and Chennai.

Show More
Related
901 Words | 4 Pages

Montreaux Chocolates USA Case Key Questions Discuss the key challenges and marketing issues Andrea Torres must address at this time. Why do you feel these issues and challenges are key to the success of the new product line? 
 The first and most important issue is the name for the new Chocolate. Apollo has a share of 15.4% in the US market in the field of the confectionery product, making it the second highest after the Fischer on the market in year 2011. Such a large share of the market will mean a strengthening of relations of the Apollo with its confectionery products.

Read More
2096 Words | 9 Pages

These potential competitors represents the barriers to entry for instance, the requirement of a high venture, the processes set by the management and also a brand which is well-known by the public to reduce the intimidation set by potential competitors which are due to enter the market sooner or later. Seeing that chocolate is famous world-wide, the possibility for new companies to penetrate the market with new chocolate recipes that are able to capture the consumers’ hearts regardless of

Read More
1808 Words | 8 Pages

Purpose and process of market segmentation The purpose of segmentation is to allow the marketer to be better able to reach the consumer needs and wants which increases the positive responses for the brand. Segmentation is important during the promotion process, this is where the team decided who what and where as well as, age gender and things like buying patterns. Because of this, marketing g segmentation comes before targeting. By dividing the audience, it makes it easier to target exactly who and where to send the devices or what to do with their next model.

Read More
797 Words | 4 Pages

Common definition market, which means economic that’s approach customers in terms of people to find a goods or services they want, while segmentation is processes dividing specific part into many parts of some things. Market segmentation is mean an organization target its product, services, or ideas only to specific groups of consumers rather than to everybody, even if it means that other consumers who don’t belong to this target market aren’t attracted to it, for example is ASIMO might be suitable for housewife to do household works. Honda company has been targeted three major part of market segmentation that is include demographic, behavioral, and psychographic segmentation. Demographic segmentation is based on age, income, family size and socio- economic status, etc.

Read More
1301 Words | 6 Pages

Consumer behavior towards Nike products Marketing is collaborating the value of a product, service or brand to customers, as a driving force to promote or sell that product, service or brand. Marketing procedures and skills embrace selecting target markets by carrying out a market analysis and market segmentation, as well as taking into account the consumer behavior and advertising a products value to customers. Marketing is the utmost vital aspect of developing and enlarging your business, and is a speculation that will recompense for itself over and over again. The term “marketing mix,” was first devised by Neil Borden, the president of the AMA (American Marketing Association) in 1953.

Read More
916 Words | 4 Pages

Market are segmented in order to make it easier for businesses to target these segments according to the features and habits they exhibit. These segments must be definable, specific, profitable, and is has room to grow. The following outlines the segmentation for the market of Mercedes Benz broken down into demographic, behavioral and psychographic segmentation. Demographic Segmentation: Markets can be segmented by geography where the business would market its offering towards individuals living in a certain area.

Read More
996 Words | 4 Pages

This is extremely important for their business, as cocoa is their most important raw

Read More
1402 Words | 6 Pages

According to TrackMaven, market segmentation is the process of dividing the market of potential customers into groups, or segments, based on different features. The created segment consists of consumers who will respond to the same marketing strategy and who share the nature of the same interests, needs, or locations. McDonald uses demographic segmentation as their main types of market segmentation. According to Sakshi Natani (2016), McDonald in Malaysia used mainly demographic segmentation, which divided in age, income, family-life cycle and social class.

Read More
1027 Words | 5 Pages

Answer: (a): Market segmentation is the first step in defining and selecting a target market to pursue and penetrate. Basically, market segmentation is the process of splitting up an overall market into two or more groups/classes of consumers. Each group of consumers is called as a market segment. Each group (or market segment) should be similar in terms of certain characteristics or product/ service needs. In business world, market segmentation is considered to be a most important tool in enabling marketers to better meet customer needs and requirements.

Read More
835 Words | 4 Pages

Cadbury started its journey way back in 1905 in United Kingdom’s with the manufacturing of tea and coffee. Later they got into chocolate market and became the leader of the market with market

Read More
1093 Words | 5 Pages

Coca-Cola Company is one of the premier global consumer brands. The company has been around for a century and has been growing constantly. Today Coca-Cola manufactures more than 500 sparkling and still brands that are sold in more than 200 countries around the world. Coca-Cola’s main competitor is Pepsi. Therefore,

Read More
7179 Words | 29 Pages

EXECUTIVE SUMMARY Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers.

Read More
785 Words | 4 Pages

1.2. Product Differentiation This refers to differentiation that aspires to make a product more attractive by contrasting its unique qualities with other competing products (Investopedia, 2015:1), as in the case of Coca-Cola, other soft drink brands. Successfully adopting this strategy would have a company gaining a competitive advantage, as the customer would then view the product as unique or superior. This is what coca cola has managed to do, and has managed to do it on a scale that is globally unique, and globally recognized.

Read More
1004 Words | 5 Pages

• Geographic Segmentation Geographic segmentation is differentiation of markets by region of the country, city, country size, market density and climate. The company can use this segmentation to create a more accurate profile. Dutch Lady had made the geographic segmentation in the Urban and Suburban in Malaysia. People live in the city have more income than the people live in the countryside.

Read More
810 Words | 4 Pages

Although chocolate is popular around the world but, few people know how it produced. Making chocolate is a complicated processes as the cocoa beans goes through several stages to get the chocolate in the end. Firstly, stage of making chocolate is harvesting the cocoa. The source

Read More

More about Coca-Cola Consumer Strategy

Related Topics

Open Document